The Prancing Elite fans: change your profile picture and Oxygen will donate to PFLAG
With season 2 of The Prancing Elites underway (premiered last night), Oxygen launched a “Prancify Your Profile” campaign enabling fans to upload custom, “Prancified” profile avatars to their Facebook and Twitter profiles.
The docu-series follows an African American, gay and gender non-conforming dance team as they find success and navigate personal issues in their hometown of Mobile, Alabama.
In support of The Prancing Elites and the LGTBQ community, and to fuel social and social media action, Oxygen is donating $1 for every Prancified profile avatar uploaded by fans.
“Our partnership with PFLAG National shows our support of the community while engaging the audience with The Elites in a very real way,” Adam Zeller, vice president, social media, Bravo and Oxygen Media, told Found Remote. “Ultimately, the campaign looks to encourage others to follow their dreams just like The Elites in their quest to dance and of course to tune-in each week to watch The Elites journey.”
Oxygen teamed up with Twibbon – a platform that allows brands, charities, and individuals to set up cause microsites that enable effective promotion on Facebook and Twitter – for the activation.
Social media, Zeller told us, is key to promoting a show with diversity as a focus. “Social media is critical to laser-targeting and engaging this audience,” Zeller said. “By reaching fans in fun and unique way, i.e., the Prancified profile filters, that reflects the attitude of The Prancing Elites, we provide the tools for them to become socially engaged in the series and provide meaningful scale.”